Old Spice Teaches Young Guys to “Scent Responsibly,” Aims to End Overspraying Epidemic with Innovative Re-fresh Body Spray Technology

  • National Old Spice Scent Responsibly Survey Uncovers Cause of the Overspraying Epidemic
  • Old Spice sprays a man on young guys in new “Smellcome to Manhood” Integrated Marketing Campaign
  • Wild Collection Grooming Lineup Adds Two New Scents Bearglove and Lionpride

Business Wire
Old Spice Teaches Young Guys to “Scent Responsibly,” Aims to End Overspraying Epidemic with Innovative Re-fresh Body Spray Technology
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Old Spice Re-fresh Bearglove Body Spray (Photo: Business Wire) Multimedia Gallery URL

CINCINNATI--(BUSINESS WIRE)--

The Old Spice brand from Procter & Gamble (PG) is taking a proactive approach to helping guys “scent responsibly” by enhancing its lineup of manly scented Body Sprays with the brand's new, innovative and first-in-category Re-fresh Technology, which eliminates the need for guys to overspray or reapply throughout the day. With new Old Spice Re-fresh Body Sprays, “One Spray Lasts All Day.” A recent survey conducted by Old Spice revealed the primary cause of overspraying is because guys think Body Spray scents fade too quickly, and the majority admit they were never taught how to apply it properly. By providing guys with the right grooming equipment for the job – new Old Spice Re-fresh Body Sprays – and the brand's “scent responsibly" educational call-to-action, the manliest grooming brand on the planet is on a mission to end the overspraying epidemic once and for all.

Arriving in stores this month, new Old Spice Re-fresh Body Sprays contain a P&G proprietary Re-fresh Technology that features a patented cyclic molecule with an empty core that absorbs some fragrance as the Body Spray dries on the skin. As a guy sweats, fragrance is pushed out of the core releasing bursts of scent when a guy needs it the most. With new Old Spice Re-fresh Body Sprays, “One Spray Lasts All Day,” which means no more annoying spray clouds.

“There's no denying that guys overspray, but there's also no denying that guys still need odor protection,” said John Sebastian, Old Spice Marketing Director at Procter & Gamble. “We're not here to tell young guys not to use Body Spray – we're here to equip them with the right tools and help teach them how to scent responsibly. We think this combination will be a game-changer for the Body Spray category.”

Old Spice Scent Responsibly Survey
To better understand the root of the overspraying issue among guys in the U.S., Old Spice enlisted leading youth market research firm YPulse to survey more than 2,000 guys and girls (ages 13-25), as well as 1,000 moms of teenage boys across the country. The overspraying issue is real:

  • 3 out of 4 young guys and 83 percent of young females admit overspraying is an issue.
  • 72 percent of moms think overspraying is an issue, but only 26 percent think their sons are guilty of the offense.
  • Nearly 70 percent of guys revealed they weren’t taught how to properly apply Body Spray.
  • 45 percent of young guys said they reapply Body Spray because they thought their scent was fading.
  • 90 percent of young guys and girls who have been bothered by Body Spray have been bothered by it in school.

To illustrate its solution to the Body Spray dilemma, Old Spice developed an educational video showcasing the benefits of new Old Spice Re-fresh Technology and how to spray responsibly – in true Old Spice fashion. The Old Spice “Scent Responsibly” Video will be featured on the brand's social channels and www.OldSpice.com. With its “Scent Responsibly” call-to-action, Old Spice further solidifies its brand purpose of helping young guys navigate the seas of manhood.

“Smellcome to Manhood” Advertising/Marketing Campaign
According to the Old Spice Scent Responsibly Survey, the average age a guy starts using Body Spray is 13 years old. To complement the launch of its new lineup of Re-fresh Body Sprays, and demonstrate the important role Old Spice plays in the male coming of age, the brand will roll out its new “Smellcome to Manhood” integrated marketing campaign, including a series of television spots that humorously depict how tough it is for moms to come to grips with the fact that Old Spice is “spraying a man on to their sons.”

Developed with advertising agency Wieden+Kennedy (Portland), the new campaign features a choir of moms singing about the difficult time they are having accepting that their sons are growing up. In an over-the-top humorous way, the moms blame Old Spice for the manly things that result when their sons use Old Spice Re-fresh Body Sprays. The TV campaign includes three spots: “Momsong” (:60); “Momsong” (:30); “Tree” (:15); "Bowl" (:15).

“Momsong” will make its television debut during NFL Wildcard Weekend on Sunday, Jan. 5. The subsequent spots are currently available on the brand's social media channels on Facebook (Facebook.com/OldSpice) and YouTube (YouTube.com/OldSpice). The new Old Spice Re-fresh Body Sprays launch also will be supported by digital banner and rich media ads appearing across a number of sports, entertainment, humor and men’s interest outlets to further bring the marketing creative's “Smellcome to Manhood” tagline to life.

Old Spice Re-fresh Body Sprays
Old Spice Re-fresh Body Sprays with Re-fresh Technology are available at mass market retailers, drug and grocery stores in a variety of manly scents.

  • Wild Collection – Bearglove (new!), Lionpride (new!) Wolfthorn, Hawkridge and Foxcrest
  • Fresh Collection – Fiji, Denali and Zanzibar
  • Red Zone Collection – After Hours, Champion, Pure Sport and Swagger

To celebrate the launch of Old Spice Re-fresh Body Sprays with Re-fresh Technology, Old Spice is introducing two new scents to its wildly successful Wild Collection lineup – Bearglove and Lionpride.

  • Bearglove – A scent as fierce as a grizzly bear who can repair military helicopters and also speak confidentially about important world affairs.
  • Lionpride – An invigorating scent that is sure to capture the attention of unruly crowds, beautiful ladies and nervous Zebras. (more)

For more information on Old Spice Re-fresh Body Sprays with Re-fresh Technology and the brand's “Smellcome to Manhood” campaign, visit OldSpice.com. Old Spice also can be found on Twitter (@OldSpice), Facebook (Facebook.com/OldSpice), YouTube (YouTube.com/OldSpice) and Instagram (oldspice).

About Old Spice
Procter & Gamble’s Old Spice is the quintessential men’s grooming brand. With 75 years as an American icon, Old Spice is the authority on the male grooming experience and has leveraged this heritage to become the No.1 selling anti-perspirant/deodorant stick and body wash brand with guys of all ages. Old Spice brings authenticity, performance and confidence to male grooming and offers a wide product portfolio for today’s man, including anti-perspirants, deodorants, bar soap, body washes, body sprays, after shaves and colognes.

About Procter & Gamble
P&G serves approximately 4.8 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Ace®, Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Duracell®, Fairy®, Febreze®, Fusion®, Gain®, Gillette®, Head & Shoulders®, Iams®, Lenor®, Mach3®, Olay®, Oral-B®, Pampers®, Pantene®, Prestobarba®, SK-II®, Tide®, Vicks®, Wella®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

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Contact:
Procter & Gamble
Kate DiCarlo, 513-983-7166
dicarlo.km@pg.com
or
Citizen Relations
Jessica Johnston, 213-996-3784
jessica.johnston@citizenrelations.com

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